Investment advisors: Balancing traditional with digital

For investment advisors, the survey raises questions. How will advisors bring digital innovation, while still observing traditional values? How will they maintain trust and loyalty in a digital first environment?

A comprehensive view of shifting consumer expectations

Introducing today’s consumers:Three distinct groups emerge

Our study identified three groups of consumers that show different behaviors and preferences around how they want to interact with their investment advisors

This digitally active group is ready for new delivery models. They are willing to share their data in exchange for personalized services. Nomads are comfortable with computer-generated support and with receiving services from non-traditional providers. They make up 58% of investment advice respondents.

Nomads are looking for 4 key attributes from their investment advisor:

These consumers search for the best price. They want to buy financial services from traditional providers and, while they operate well in a digital environment, they also place value on one-to-one engagement. They make up 8% of investment advice respondents.

Hunters are looking for 3 key attributes from their investment advisor:

Highly driven by price benefits for sharing data

These loyal customers value brand integrity and service excellence, and will work with providers who put customers interests first. Price is less important than elements such as data protection and responsive service. They make up 34% of investment advice respondents.

Quality Seekers are looking for 3 key attributes from their investment advisor:

MEET OUR LEADERS

Piercarlo Gera

Global Managing Director,
FS Distribution & Marketing Practice

Piercarlo is Accenture’s global lead for its Financial Services Distribution & Marketing practice, which covers work in distribution channels (such as branch, mobile, web and social media) and marketing (such as big data, analytics and CRM).

Silvia Agnelli

With over 25 years of Capital Markets and Wealth Management industry experience, Silvia leads the wealth management offering within the Distribution & Marketing Global Practice. She has extensive experience implementing successful digital transformation initiatives for the advisory process.

Kendra Thompson

Managing Director,
Accenture Wealth Management

With over 15 years of broker dealer and advisory industry experience, Kendra is a managing director in Accenture’s Financial Services group focused on wealth management strategy. Based in Toronto, she leads Accenture Wealth Management Services in North America and the Management Consulting Development Program in Canada.

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